LOL! There's no such thing as "cool". It's just a made-up generic word that means nothing in particular.
>> There’s no such thing as “cool”. It’s just a made-up generic word that means nothing in particular.<<
Cachet, then. Either way it is quite real to marketers and influences billions of dollars in transactions.
If you don’t believe me, think about Crocs. They were cool for a while, the company ramped up to meet demand. Then they weren’t cool anymore and the company went BK.
Cool is quite real.